Go to the cover of Panorama Audiovisual
en:lang="en-US"
1
https://www.panoramaaudiovisual.com/en/2016/12/29/la-inversion-publicitaria-en-television-en-2017-crecera-en-un-53/

Television advertising investment in 2017 will grow by 5.3%

The Zenthinela panel forecasts moderate growth in conventional media advertising spend of 4.3%.

Zenthinela, the panel of directors of large or medium advertising companies, has made public its forecasts for 2017. According to this panel, advertising investment in conventional media will grow by 4.3% in 2016. This percentage could rise to 5% in 2017.

The last few months of this year have seen a reactivation of the advertising market, which experienced a situation of certain sluggishness between the months of July and October. This better evolution has affected the forecasts for 2017 more, in the opinion of the panelists, than an improvement in the forecasts for this year, which have been very stable throughout 2016.

Regarding non-conventional media, Zenthinela foresees a growth of 3.7% in 2017 (compared to 1.2% in 2016).

The IPSE (Index of Perception of the Economic Situation) rises more than 25 points and stands at 80.0, a value that has only been exceeded in some months of 2015, while the IPMP (Index of Perception of the Advertising Market) increases by more than 16 points, standing at 82.9.

The greatest growth in media investment will occur in mobile, both in 2016 (+13.6%) and in 2017 (+13.6%). Significant growth is also expected for the Internet (+9.8% in 2016; +9.8% in 2017) and for pay television channels (+6.2% in 2016; +6.6% in 2017). General television will experience growth in 2017 of 5.3% while investment in radio will increase by 3.3%.

81% of the panelists believe that the investment dedicated to branded content", the content generated by brands, will grow this year. 61% of this investment would be directed to the distribution and promotion of this content (that is, to the media) while the remaining 39% would be dedicated to activities related to the production of this content.

The panel of experts highlights, finally, a 32% increase in advertising based on 360º video.

By, Dec 29, 2016, Section:Business, Radio, Television

Other articles about

Did you like this article?

Subscribe to our NEWSLETTER and you won't miss anything.

Related articles

Infoadex - Advertising investment November 2023 - UnplashDigital, benefiting from the great drop in advertising investment in film and television Podcast microGeneration Z and increased ad spending drive podcast creation SVOD móvilMobile video to grow at a CAGR of 55 percent between 2017 and 2022 Advertising investment in television resists the challenge of new media eSports are emerging as the new attraction for advertising investment 2017 will mark a qualitative change in the role of advertising technology on television Default ThumbnailTelevision advertising investment grew for the third consecutive year Advertising investment on television grows 6.4% in the first nine months of the year Advertising investment on television in the first half of the year increases by 8.4% Cloud traffic will grow 35 percent annually between 2012 and 2017 Advertising investment on television decreases by 16.5% Advertising investment in pay and open television is already similar in the United States Default ThumbnailIn 2011, the Internet will be, after TV, the second medium in advertising investment Internet, new DTT and pay channels, the only media whose advertising investment will grow in 2010